Situmorang, Sam Michael Nugraha and Maulida, Mira (2021) The Role of Viral Marketing in Consumer Purchase Intention and Purchase Decision in Edtech Application. Masters thesis, Swiss German University.

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Abstract

Education technology (edtech) application is an innovative product to increase students' outcomes by enhancing teacher-led learning in virtual classrooms. During the COVID-19 pandemic, education must do work at home. Although it poses many threats to education industry, but it can be turned into opportunities. In other hand, social media marketing strategy become interest of previous scholars, including viral marketing. Viral marketing is also regarded as the “holy grail” of digital marketing (Akpinar and Berger, 2017). This study aims to investigate the influence of viral marketing in consumer purchase intention toward consumer purchase decision from the perspective of student-parent as consumer. It expands previous study of Reischtein and Bursch (2019) concerning the decision-making process in viral marketing. This study uses quantitative method with 120 respondents through questionnaire. The data are analyzed by SPSS®AMOS Structural Equation Modeling. We find that viral marketing positively moderates the relation of consumer purchase intention and consumer purchase decision. We also posit that product quality, service quality, brand awareness, and price awareness are the antecedents of consumer purchase intension in edtech industy.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand Awareness, Purchase Decision, Purchase Intention, Service Quality, Viral Marketing
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9980 SERVQUAL (Service quality framework) H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Faisal Ifzaldi
Date Deposited:	12 Jan 2022 12:51
Last Modified:	12 Jan 2022 12:51
URI:	http://repository.sgu.ac.id/id/eprint/2313

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